Alcatel is a top five smartphone manufacturer in North America with significant global heritage. Identifying a strong consumer alignment with the Major League Soccer audience, Alcatel became the Official Smartphone Provider for LA Galaxy, NYCFC and Seattle Sounders in 2015. A year later, they broadened this positioning becoming the League’s recognized partner.
GESM has been involved in Alcatel’s soccer work from the outset, focusing primarily on match day experiential activations with considerable social media amplification.
Onsite experiences were built to introduce and showcase the brand’s newest mobile handsets. Tactics were constructed to increase awareness, consideration and intention to purchase with local retail partners woven throughout. Added focus was placed on activities that motivate fans to share their experiences on Twitter, Instagram and Facebook.
Product specialists were identified, trained and mobilized, engaging fans within custom stadium footprints ahead of most home matches in LA, NY and Seattle. Beyond these priority markets, we introduced a mobile tour to visit additional MLS markets plus important special events like MLS All-Star Game and MLS Cup.
To date, we’ve activated 100+ matches, across 10+ markets, reaching 300,000+ consumer engagements and generating 6,500,000+ trackable social impressions.
- Giving consumers special soccer experiences on Alcatel handsets is crucial. In 2016, fans could point the Idol 4 at augmented-reality triggers onsite to watch Club crests animate through the screen. In 2017, fans grabbed the Idol 5, slipped on a VR headset and stepped into virtual training sessions featuring LA’s Giovani dos Santos and Seattle’s Jordan Morris.
- Social vending was rolled out in 2017, giving fans a chance to win soccer-specific prizes from custom vending machines onsite. To participate, fans snapped photos at the Alcatel footprint, shared their pics using a branded hashtag (on Twitter, Instagram), then sync’d their social activity on digital interfaces within each vending machine. Once validated, vending machine coils would randomly spiral and drop down an instant-win prize.
- Soccer-authentic artists were commissioned to develop a suite of emoji-style designs featuring 40+ star MLS athletes. Emoji mask premiums became a mainstay of match day activations, with a special MLS Cup ring fist-bump premiums distributed en masse at the match celebrating Seattle’s 2016 championship. All premium handouts included branded hashtags with soccer-specific sweepstakes overlays and retail coupons.
- We facilitated multiple MLS player appearance promotions, most taking place at important Cricket Wireless and T-Mobile locations with others being part of key customer hosting events within branded stadium suites.